Branding 101: An Entrepreneurs Guide to Branding Basics

Branding
Written By Blake Chamberlain

For most, the concept of branding can seem abstract, and maybe a bit overwhelming. You know you need it, but what all do you need? Can you slide by with just a logo? Do you really need all the other bells and whistles?

The questions can be endless when looking to build your business or invest in brand work. Not to worry. I’m here to give you the run-down on the fundamentals so you can feel clear and confident about what branding actually is, why it’s important, and exactly what you need to get your next idea off the ground.

Let’s start with the basics. What is branding?

BRANDING (defined): Branding is the process of establishing a strong, consistent, and positive perception of your business, products, or services through strategic brand foundations, clear messaging, and consistent visuals.

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Branding goes beyond just a logo — it is a culmination of elements that help bring your business to life and effectively reach your target market. This includes things like your core brand foundations, target audience, value proposition, and how those items inform your logo, colors, fonts, tone of voice, messaging, campaigns, and more.

Effective branding helps businesses stay clear and consistent, building trust with consumers and standing out from others in their industry.

Make sense? Now that you’ve got a high-level understanding of what branding is, let’s look at the individual building blocks that help bring it to life…

 

The Core Components of Branding

1. Brand Strategy

The first (and in my opinion, most important) component of branding is your brand strategy. Brand strategy is the foundation of an effective and successful brand, defining the core pillars of a business and using them to inform its external expression.

Brand strategy defines:

  • who you are (mission, values, brand personality)

  • what you do (offerings, services)

  • who you do it for (target audience) and

  • how you’re different from others in the same space (value proposition)


More than just pretty visuals or catchy emails, brand strategy works to serve as a true north and starting point, helping to inform how a brand shows up in the world. Think → visuals, messaging, marketing, and more.

2. Visual Identity

Once you’ve defined your brand strategy, you’re ready to dive into the visuals (and most likely what you think of when discussing branding): your visual identity. Visual identity is the visual representation and expression of the brand strategy. It includes the elements that customers interact with day-to-day, such as logo, color palette, typography, and overall look and feel. When taking the time to develop a brand identity, you’re going to want to include things like:

  • Logo

  • Brand Mark

  • Color Palette

  • Typography

  • Brand Elements: Pattern, Iconography, Textures, Collateral

  • Photography

  • Brand Guide

3. Brand Messaging

Brand messaging is the way in which a brand communicates its mission, personality, and value. It explores elements like tone of voice, writing style, expressions, phrases, taglines, and more. Effective brand messaging outlines the way in which you will consistently communicate what you offer and why it matters to your target audience.

When crafting your brand messaging, consider things like:

  • Mission Statement

  • Tagline

  • Tone of Voice

  • Brand Promise

  • Key Messaging

  • Content Pillars


Keep It Consistent

Now that you’ve got a grasp on the components necessary to brand your business, one of the most important elements to note for success is consistency. Once you’ve defined your brand strategy, visual identity, and messaging, it’s imperative to stay consistent in the way you are presenting yourself and communicating with your customers and clients.

As tempting as it can be to use the latest Canva template or flashy new font, sticking to your pre-defined brand elements is the #1 way to establish yourself in the space, build trust, and in turn, generate sales.

Don’t believe me? Listen to this:

  • Brands with consistent messaging are 50% more likely to be purchased by consumers [Siegel+Gale].

  • Two out of three businesses attributed brand consistency to revenue growth of 10% or more [LucidPress].


PEP TALK → Consistency with your brand visuals and messaging is the number one way to see the results and drive the growth you’re hoping for when investing in your brand identity. Branding gives you the tools you need, but you have to be the one implement them with consistency. You’ve got this! 

In Summary

Investing in strategic, effective branding is a no-brainer when it comes to getting your business off the ground and in front of your ideal buyers. Through defined brand strategy, compelling visual identity, and effective messaging, you’ll have the tools you need to attract your ideal client and grow your business.

Sounds good, doesn’t it?

If you’re looking for next steps when it comes to getting clear on your branding, I’ve pulled together a comprehensive Brand Checklist that outlines all the components we talked about today, and the specific items you need within each of them. This checklist is what I use for my own clients, and I’m so excited to share it with you.

TLDR; Getting your business off the ground but not sure where to start? Download my free Brand Checklist to get the run-down on all you need for a stand-out brand.

 

Hi there, I’m Blake!

Branding expert, graphic designer, and your new (personal) cheerleader. With over a decade of experience building brands, my sweet spot is helping passionate entrepreneurs like you grow their business with confidence and clarity. Let’s work together →

Blake Chamberlain
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